The recession and the credit crunch will not stop British people from taking holidays, the World Travel and Tourism Council (WTTC) has claimed.
An economist from the WTTC said that the likely effect of the economic crisis will not be fewer holidays taken by British people but more affordable breaks within the UK.
According to Amir Girgis, the tourism industry has picked up on the possible repercussions of the credit crunch and the weak value of the pound by launching new campaigns to promote domestic travel.
"You see more promotions for domestic travel here because there is a market due to the weakened exchange rate and due to the recession," he said.
"People want cheaper holidays. People still want to travel and that is the difference between this recession and any other blips we have had in the travel and tourism industry."
London tours could prove a more popular option this year following the recent launch of a £2 million marketing campaign to promote the city.
The international initiative will showcase the sights, experiences and attractions on offer in London that cannot be found anywhere else in the world.